Impact of CRM Factors on Customer Satisfaction and Loyalty

Choi Sang Long · Raha Khalafinezhad · Wan Khairuzzaman Wan Ismail · Siti Zaleha Abdul Rasid

75 citations0/0 files storedAsian Social Science

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

This paper examined the impact of customer relationship management (CRM) elements on customer satisfaction and loyalty. CRM is one of the critical strategies that can be employed by organizations to improve competitive advantage. Four critical CRM elements are measured in this study are behavior of the employees, quality of customer services, relationship development and interaction management. The study was performed at a departmental store in Tehran, Iran. The study employed quantitative approach and base on 300 respondents. Multiple regression analysis is used to examine the relationship of the variables. The finding shows that behavior of the employees is significantly relate and contribute to customer satisfaction and loyalty.

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References

2003Research Methods for Business Students 2001The relationship between customer loyalty and customer satisfaction 2000An examination of the relationship between service quality, customer satisfaction, and store loyalty 2004An integrated framework for customer value and customer‐relationship‐management performance: a customer‐based perspective from China 2002Customer lifetime value research in marketing: A review and future directions 2002Determinants of trust in a service provider: the moderating role of length of relationship 2003A model for evaluating the effectiveness of CRM using the balanced scorecard 2002Customer Relationship Management: In B2C Markets, Often Less is More

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2020Customer relationship management and patient satisfaction and loyalty in selected hospitals in Ghana 2023The nexus between quality of customer relationship management systems and customers' satisfaction: Evidence from online customers’ reviews 2015A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty 2015The transformation of higher education: evaluation of CRM concept application and its impact on student satisfaction

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